国別訴求力

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当然のことかもしれないのだけど，最近気付いて，いろいろと見てみたら面白かったことです．グローバル企業のホームページで，言語や国を色々変えられるものは多いですが，思ったよりも対象ごとに広告がローカライズされているのですね．ここではローカライズとは「言葉が翻訳されているのに加えて，その国や地域に住む人に対してアピールする要素が高くなるように変更する」という意味で使いました．こんなことを常に考えている人にとっては何を今更という話でしょうが，ビジネスやマーケティングには極めて門外漢の私からみたら新鮮な発見です．他にも面白い例を知っている人がいたら，ぜひ教えて下さい！下記，簡単になりますがこんな違いがありました．

Facebook
（英語）Sign Up / It’s free and always will be.
（日本語）アカウント登録 / 情報の公開範囲は設定で管理できて安心です。
（中国語）注册 / 完全并永久免费。
（スペイン語）Regístrate / Es gratis (y lo seguirá siendo).
（韓国語）가입하기 / 언제까지나 지금처럼 무료로 즐기실 수 있습니다.

トップページの宣伝文句が，日本語以外は「登録は無料ですよ」みたいなことを言ってるのに対して，日本語だけはプライバシーに関する言及をしています．日本人の国民性に合わせてもらえるうちは，まだまだ世界のマーケットから見放されてないですね．Facebook は国ではなくて，言語によってページをカスタマイズしています．このケースに限れば，日本語が使われる地域＝日本，という特殊性があるので，日本語ページが日本人に訴求力が高いようにローカライズされているのでしょう．一方，英語，スペイン語，フランス語などだと，色んな国で使われるので，必ずしも日本語のようにシンプルではないかもしれません．

Apple
（アメリカ）http://store.apple.com/us
（日本）http://store.apple.com/jp
（韓国）http://store.apple.com/kr

Apple のホームページでは，iPad mini に載ってる写真に違いがありました．上のアドレスの最後の２文字を適当に変更すると国が変わるんで，色々見てみると面白いです．アメリカは白人の女の子，日本は（日本人ぽい）東アジア系の女の子．韓国や香港は国籍不明の東アジア系の女性．フランス・ドイツはアメリカと同じ白人の女の子の広告を使ってました．国によってはアップルストアがなくて，一般的なページに飛ばされるところもありますし，本日現在，iPad mini の広告がないところもあるようですが，おそらくユーザーが少ないアフリカの小国などでは，アメリカ仕様の広告を見せられているのだと思います．アップルストア以外の個々の製品のページでも，日本の場合，例えばラップトップのスクリーンの中の人がアジア系になっていたりと，細かい配慮をしてるように見えました．

Amazon
（アメリカ）Kindle Paperwhite
（日本）Kindle Paperwhite

Kindle Paperwhite の宣伝で，明るい場所でも暗い場所でも読めることを示す文句に，アメリカは「Perfect for beach, Perfect for bed」としているのに対して，日本では「公園でも，ベッドルームでも」としています．b と b で韻を踏んでいるという解釈もできますし，実際アメリカ人はビーチ好きなので，ビーチで読書できると嬉しいのかもしれません．あるいは今は冬だし，日本ではビーチに言及してもあまり響かないのに対して，アメリカは国内にフロリダ，ハワイ，グアム，プエルトリコなどビーチがあるから宣伝文句になるのでしょうか．さらに言うなら日本人はきれい好きが多いので，砂が入るビーチで電化製品を使えてもアピールにはならなそうですね．笑

そういえば，Googleのトップページも，国別の祝日に関することに変更されることもあります．どれだけグローバル化と言っても，場所が違えば人の好みも生活習慣も違うでしょうから，可能な限り対象が均質化されたグループに分けて，各々に最適な広告を作って訴求力を高めるようにしている，ということになるでしょうか．これを国民性を起点にするトップダウン的な広告とするなら，Google や Facebook が得意な広告の Personalization は，個人情報を起点にするボトムアップ的な広告と言っても良いのかな．さらにボトムアップによる個人情報の集合を統計的に利用して，トップダウンの広告をさらに洗練することもできるのかもしれないし，おそらくそれくらいの事はしているんでしょう．いずれにしてもこういう「国による違い」のような話には興味が尽きません．

少し関連した話では，ジョジョで悪役とコーランを関連付けるように描かれていてイスラム圏で反発を受けたこともありましたし，一休さんは仏教国のタイでは人気らしいです．こういう卑近な例だけ取っても，何かを受け入れられるかどうか，なんてのは本当にその土着の国民性や文化によるのだな，と思います．まだ見ぬ中東なりアフリカなりで， 人々に訴求力を持つもの，受け入れられるものってどんなだろうか，と考えるとわくわくします．（ところで，そもそも中東，アフリカという区分を無意識に提示してしまうのは自分の世界観の粗雑さに起因するのでしょう．まだまだ世界は広いですね．）

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